Advertising Campaign Strategies That Work Online and Offline Forever
January 14, 2019
“At 60 Miles an Hour the Loudest Noise in This New Rolls-Royce Comes from the Electric Clock” said the 1958 Ogilvy inspired Rolls Royce print advert that is still remembered today
The advert focused on facts and didn’t rely on copious adjectives. That’s a great way to design advertising campaign strategies. And the best thing about this is that it will work for businesses of any size.
Starting With The Rolls-Royce Facts
First let’s consider the facts. In 1958 mechanical clocks were noisy. Sit quietly in any room and you’d hear the tick, tock, tick tock, of a clock on the mantelpiece or the even louder grandfather clock. Electric car clocks had become popular and traditionally were quite big … to prevent them being stolen as pocket watches. Being well engineered they were very quiet and had a reputation for being quiet. So to be the noisiest thing in a car implied that the car was even better engineered and even quieter.
Ogilvy had the brief to write a great advert and it was a challenge as the Rolls-Royce advertising budget was much less than Cadillac were spending. So they took the stance that they would assume supreme leadership. They didn’t need to employ words like awesome or tell people they were crushing it to do this! They needed well written advertising copy that would be remembered immediately (and for years to come).
Overcoming Buyer Objections: Advertising Campaign Strategies That Work
In 1958 in the US Rolls Royce were associated with inverted snobbery and were considered to be huge box like vehicles that needed a chauffeur. So Ogilvy set out to dispel the misconceptions with facts. He did this with words and images.
The inverted snobbery angle centred on the idea that RR was ostentatious. So rather than pander to that idea with images of baronial; homes and footmen the advert showed the car outside the Village Grocers shop.
As for facts about the vehicle itself it provided long copy that consisted of 19 facts about the car and RR. The aim was to set up Rolls-Royce as an acceptable symbol of American life.
Rolls-Royce Advertising Strategies Today
The basic strategy adopted by Ogilvy still works today. And better than that it works online as well as offline. Forget the adjectives and BS. Go for indisputable truths, nothing more, nothing less.
And back up the truth with evidence rather than hearsay or the opinion of those not qualified to make comment. I see a lot of celebs saying how great products or services are. But the public are weary of this tactic. And it’s a dangerous tactic. Not everyone in a serious market will favour your celeb. He or she could well make some people look elsewhere (you might sell low value items to specialist markets or audiences this way sometimes though). Celebs can also be dangerous if their reputation suddenly slips. And it’s not just popularity it is reputation. Think Rolf Harris, Jimmy Saville etc.
But if you have great organisations behind you then you are on safer ground. So if you use plant sterols to reduce bad cholesterol you can cite the British Heart Foundation and be on safe ground (get their agreement first though).
The original Rolls Royce car clock ad was a whole page ad. That could work today but equally you could ru the same or more copy on a website and use digital to drive traffic to it. Using everything from a simple Facebook ad, Boomerang, Messenger or image on Pinterest etc can all get over similar messages via factual, adjective free ads.
Originality in Advertising
I hear so many people talk about the need to be original in advertising. To have original ideas and original copy.
I always refer them to the 1930s Pierce-Arrows car advert that read .. “The only sound you can hear in the new Pierce Arrows is the ticking of the clock.” The Pierce-Arrows ad ran before the Rolls Royce advert.
Factual, Adjective Free Advertising & The Three Types of Advertising
The good news is that these ads can work in Brand Advertising, Direct Sales Advertising and Relationship Building Advertising.
See more on the Three Types of Advertising via the link below
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